News Rolex Could Exit F1 Sponsorship, LVMH to Take the Helm

In surprising news, Rolex may end its 11-year global sponsorship of Formula 1 racing early next season, with the LVMH group poised to succeed the crown brand. The news was published by the French website Coronet, an electronic magazine specializing in Rolex news, quoting sources in Geneva.

Rolex began its role as Formula 1 World Timekeeper in 2013. Although it did not sponsor any specific team, partnering instead with the event organizer, the International Automobile Federation (FIA), Rolex maintained brand visibility at all racetracks during all 23 stages of the race, while many other brands were associated with teams and drivers.

According to Forbes, Rolex pays an estimated $50 million annually to be the official watch of the auto racing series.

Coronet magazine reported that the LVMH group will become the official chronometer starting in January 2025, with an annual contract worth $150 million, three times what Rolex currently offers.

If the news is true, the question for watch lovers is: Which LVMH brands will we see on the racetracks next season? TAG Heuer and Hublot are top candidates, especially TAG Heuer, which has a rich heritage in motorsport.

Rolex is a prominent sponsor of many prestigious events in various fields, particularly in sports and the arts, including tennis, golf, and equestrian tours. In contrast, LVMH is known for its football sponsorship through Hublot's partnerships with FIFA and UEFA.